With spooky season rapidly approaching, we’re all starting to think about our costumes, house decor, candy choices, and makeup ideas. For most of us in 2021, a search on social media kickstarts the Halloween buying journey.
How does this holiday influence social media habits and consumer decision making?
Snapchat published powerful insights in their new Halloween report, which showed that 80% of Snapchatters will use the platform during Halloween season – some starting to show off their spookiness as early as September. The opportunity to create eerie encounters with autumn audiences shouldn’t be overlooked by brands and marketers.
So, how can we use this data to influence our seasonal fall strategies?
The engagement possibilities reach beyond the basic Halloween filters, tapping into augmented reality’s spooky capabilities. Snapchat users will also be scrolling through original publisher content in the Discover section, as well as watching Snapchat originals this season. From map, to chat, to camera, to stories, to spotlight – the opportunities for brands to connect with spooky audiences this year is greater than ever.
This Halloween, Snapchat users in the United States are 12 times more likely to party in-person than virtually. More in-person Halloween parties means more opportunities to show off costumes, candy, and decorations. The data backs this up because 64% of Snapchat users plan to make new purchases for Halloween 2021.
How will these users choose to shop for their Halloween gear?
Snapchatters will be Halloween shopping on mobile 160% more than on desktop, so brands must shift their attention to a strong mobile strategy to avoid getting ghosted this season.
Did you know that augmented reality delivers nearly twice as much visual attention from users?
That’s right – over 230 million Snapchatters engaged with AR on Halloween day last year, and brands can expect a 15% increase of AR use on 10/31 than on an average day. Consider making a custom, branded augmented reality filter this season to see your engagement skyrocket.
Don’t know where to start with custom AR filters? They’re called lenses and they’ll engage your audience in more immersive ways than traditional Snapchat filters. The Snapchat Lens Studio allows you to experiment with custom shaders, 3D face mesh, and tracking technology to design transformative, interactive experiences for users. Once you design in either a 2D or 3D software, starting from a provided template or from scratch, you can import your work directly into the Lens Studio to build and publish your filter. Once published, users around the globe can use your AR filter, thanks to Snapcode and Lens Link.
The data shows that people plan to celebrate Halloween on Snapchat. Now, it’s time to shift your fall campaign strategy to encompass social media marketing. Connecting with social media users gives brands the advantage when it comes to spooky sales, since so many of us ideate our costumes and decor from social – especially from Snapchat.
